How out-of-order ad promotion works on Google Search – Search Engine Land
During the ongoing DOJ antitrust trial against Google, the company reiterated it sometimes shows lower-ranked ads ahead of top-ranked ads.
This practice is known as out-of-order ad promotion. This little nuance to how the ad auction works can be confusing, so in this article, I’ll explain how out-of-order promotion works and why Google does it.
How Google ranks ads in auctions
Google uses second-price ad auctions to determine which ads show for a search query and how much advertisers pay for clicks. Advertisers bid on keywords, and their ad position is based on Quality Score, which, in highly simplified terms, is a combination of bid amount and predicted click-through rate.
This combined score is known as Ad Rank. The ad with the highest Ad Rank wins the top slot on the page.
The following table shows an example of two ads with different predicted CTRs and maximum CPCs and how those factors combine to determine ad rank and position on the page:
But there is more complexity than what…
The post How out-of-order ad promotion works on Google Search – Search Engine Land first appeared on SEO, Marketing and Social News | OneSEOCompany.com.
source: https://news.oneseocompany.com/2023/10/02/how-out-of-order-ad-promotion-works-on-google-search-search-engine-land_2023100250831.html
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